Browsing IC² Publications by Subject "marketing"
Now showing items 1-3 of 3
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Application Driven Theory: Rigorously Combining Applied and Basic Research Relevant to Accounting and Marketing
(Journal of Accounting & Marketing, 2012-01)In this editorial, the authors argue that accounting and marketing research can be both practically relevant and theoretically well-grounded, if a paradigm of application driven theory is adopted and rigorously applied. ... -
Committed Costs vs. Uncertainty in New Product Development
(IC² Institute, 1993-01)Discusses the nature of committed and determined costs in a new product development project, and quantifies their relationship to project uncertainty. Introduces the concept of product, process, schedule and market (PPSM) ... -
Marketing’s War on Japanese Culture Memory
(IC² Institute, 1998-10-08)Describes research showing how American brands come to dominate similar market segments in developed and emerging countries. Discusses recent evidence suggesting that product standardization and promotion adaptation, rather ...